Content marketing is a great way to get your message out there. With high-quality content you can establish trust with potential and current customers, develop authority in your industry and create an audience who is knowledgeable and interested in your products and services. While there are many upsides to content marketing, there are some common mistakes that many businesses make when developing their strategy.
By understanding these content marketing mistakes, and the lessons you can learn from them, you can make this important marketing channel work for you.
Content marketing mistake: Skipping audience research
What can you learn? Not creating content for a targeted audience means you’re flying blind. Most businesses should have the raw customer sales and prospect data they need to create useful audience profiles. With this information you can start to understand your prospective audience, what kind of content they consume and what kinds of messages they’re more likely to respond to. If you’re just guessing, that means you’re probably wasting valuable time and resources trying to reach people who aren’t going to be interested in what you have to say.
Content marketing mistake: Not diversifying your content portfolio
Some people hear the term “content marketing” and automatically assume it means blogs, or maybe targeted SEO (search engine optimization) landing pages. The fact is that content marketing can involve any kind of useful content designed to provide your audience with useful information. This means your content marketing plan could include social media posts, white papers, e-books and video content. The most effective content marketing plans will often use multiple platforms in conjunction to maximize their effectiveness. For example, use social media to promote a blog post that has an in-depth interview with one of your company’s thought leaders to discuss a white paper they have recently written.
Burg & Co. Marketing can help you avoid these and other mistakes
Another common content marketing mistake is trying to go it alone. The most successful businesses often have partners to help them navigate the complex world of digital marketing. With decades of combined experience in content marketing, SEO, social media marketing and pay-per-click (PPC) advertising, we can help you achieve your marketing goals on a cost-effective basis. To learn more about how we can help you, contact our team today.